Focus on Gen Z as Walmart goes live with No Boundaries private label launch in Discovered on Roblox platform

A few weeks back, Walmart teased a No Boundaries launch in Walmart Discovered on Roblox and reported an overwhelmingly positive initial response.

And yesterday, it officially went live.

No Boundaries is a recently revamped private label aimed at young adults.

“Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers,” said Jen Jackson Brown, Senior Vice President of Walmart U.S. fashion brands, in June.

“There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices.”

“We have 145 million US customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.”

The launch in Walmart Discovered on Roblox enables users to shop and try on the retailer’s first UGC drop, featuring virtual versions of real-world No Boundaries items; the UGC have also been styled by a Roblox creator.

It’s possible to buy real-world No Boundaries items from three fashion trends and get a virtual item designed by Dioncella, a Roblox creator, for free

Users can also buy the first ever Animation Pack, a platform offering inspired by No Boundaries.

In a LinkedIn post, Justin Breton, Director of Brand Experiences & Strategic Partnerships at Walmart, said: “Why all of this? A study from VICE Media noted 42% of Gen Z dress their avatars as inspiration for real-world purchases. So, we’re shortening the distance between inspiration and commerce where we know they're online.”

2024 RTIH INNOVATION AWARDS

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.